Photos courtesy of Garrett Rowland’Wichcraft, which first opened in New York City in 2003, was an early entry into the fast-fine segment with a fast-casual, chef-driven seasonal menu catering to refined tastes.
Chef Tom Colicchio and co-founder Sisha Ortuzar never felt the restaurant’s design effectively expressed the brand’s position. They engaged design firm Mapos to develop a new flagship in NYC’s Garment District. The result is a design that showcases a modular market wall — visible from the sidewalk — where branded merchandise and graphics are placed. The menu board is set against white ceramic and oak. Other key design elements include a barn frame ceiling pendant and a large structural column wrapped in terra cotta tiles. Seating is a mix of two-tops and bar-height tables.
